It happened just after 4 p.m. Sunday at the McDonald's on the 7700 block of Bristol Pike in Levittown.
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Authorities said 47-year-old Jason Smith was taken by ambulance to Jefferson Torresdale Hospital where he died of his injuries.
Detectives say Smith and the driver of a gray Chevrolet Silverado had some sort of altercation while they were parked side by side, but things escalated when Smith got out of the car.
"Mr. Smith retrieves something from his vehicle and I would note that after the events I'm about to describe a carpenter's hammer is found lying by Mr. Smith's body in the parking lot," said Bucks County District Attorney Matt Weintraub.
Bristol Township police released images of the striking vehicle.
During an afternoon news conference, Weintraub said Smith was seen walking toward the pickup truck with an object in his hand and that's when he was hit.
"The driver of the Chevrolet pickup truck runs Mr. smith over, never stopping or slowing down and exits the McDonald's park or heading towards Tullytown on Route 13," he said.
Weintraub said police found a piece of plastic believed to be from the truck and now they're hoping the driver will come forward.
"We have neither ruled out a legal self-defense claim nor the belief that the driver leaving the scene due to immediate safety concerns may have been justified under the circumstances," said Weintraub.
The vehicle is described as a gray Chevrolet Silverado four-door pickup truck, possibly a 2013 model, with a 4x4 sticker on both sides of the bed, black rims and a front vanity license plate.'
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Police said the truck could be missing an oval-shaped black plastic trim piece that may cover a fog lamp opening.
Anyone with information is asked to contact Detective Patrick Kitchenman of the Bristol Township Police Department at 267-812-3056 or by email at pkitchenman160@bristolpd.org.